Gartner Research

Understand and Overcome the Ad-Blocking Arms Race

Published: 14 March 2017

ID: G00320353

Analyst(s): Lizzy Foo Kune


Consumers who use ad-blocking software send a powerful signal about their privacy preferences and the ads they'll engage with. Marketing leaders must address ad blocking by increasing transparency about the data they collect and how it's used to create more relevant advertising experiences.

Table Of Contents
  • Key Challenges



  • Step 1: Make Ads Less Annoying
    • Recommendations:
  • Step 2: Re-examine Your Ad Formats
    • Recommendations
  • Step 3: Optimize Site Performance
    • Recommendations
  • Step 4: Respect Customer Preference
    • Recommendations
  • Step 5: Give Consumers Control
    • Recommendations

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